There are few companies out there that have the guts to take over a town for a marketing stunt. Of course, we’re not surprised to learn Harley Davidson is one of them.
This past June, the motorcycle manufacturer took over the town of Ryder, ND (population 85), giving free lessons to all eligible residents on how to ride a motorcycle. They even painted the town’s water tower with the Harley Davidson logo and got the mayor to change the town’s name to Riders, ND for the 2017 motorcycle season.
Considering this is the type of company associated with all things rough and tumble, a stunt of this magnitude could have gone to the hog—uh, dogs. But the brand pulled it off with grace. In fact, the town is now attracting Harley Davidson enthusiasts (notice we didn’t say customers—this company’s fan-base extends far beyond actual motorcycle owners) from all over the country. Fans are now stopping by Riders to get a photo-op with the water tower.
And while this was a risky stunt for the motorcycle manufacturer, it was driven by necessity. According to Harley-Davidson’s director of marketing and market development, Anoop Prakash, the company was facing a unique challenge when it came to Millennials. Research showed the demographic was definitely interested in the brand, but not so eager to learn how to ride. “There’s a perception out there that riding is a major and difficult challenge and process, and it really isn’t,” explained Prakash.
To combat the misconception, the company used this stunt to show an entire town how easy the learning process is, while showing the rest of the world (via social media), they can do it too.
So, if you’re thinking about taking over an entire town (or maybe just a Metro station) for a marketing stunt, make sure you have the right marketing talent in place first. Call us today and get those engines revving.